Social

2022 March Madness Round 1 & 2: 68 Team Social Analysis

By Mike Metzler

March 22, 2022

March Madness is back and better than ever. A comparison of cross-platform engagements from the 68 men’s basketball teams in the tournament in 2022 (March 15, 2022 – March 20, 2022) compared to the 68 teams in 2021 (March 18, 2021 – March 22, 2021) show that this year’s teams racked up 45% more engagements during the First Four, Round 1, and Round 2.

In this blog, we dive into the performance of each platform and rank those who did it best.

Cross-platform Analytics

  • Total cross-platform engagements from this year’s 68 teams increased from 6.51m in 2021 to 9.56 million in 2022.
  • Average cross-platform engagements per post increased 16% from 1,259 in 2021 to 1,465 in 2022.
  • Average posts per team increased from 76 in 2021 to 95 in 2022.
  • Average videos posted per team increased from 20 in 2021 to 23 in 2022.
  • Average cross-platform engagement rate increased from 3.02% in 2021 to 3.14% in 2022, which is impressive considering the average total cross-platform followers per team increased by 47% in the year since the last tournament. The average total cross-platform followers per men’s basketball team in 2021 was 223,301 and increased to 328,357 in 2022.

Total Engagements Ranking

Team Total Cross-platform Engagements
1 UNC Men’s Basketball 1,037,664
2 Duke Men’s Basketball 898,865
3 Kansas Men’s Basketball 586,643
4 Michigan State Men’s Basketball 490,942
5 University of Michigan Men’s Basketball 463,271
6 Texas Tech Men’s Basketball 399,456
7 Wisconsin Men’s Basketball 381,644
8 Arkansas Men’s Basketball 380,099
9 Purdue Men’s Basketball 315,500
10 Ohio State Men’s Basketball 285,599

UNC was the first and only team to crack one million cross-platform engagements during the first two rounds of the tournament.

 

Cross-platform Engagement Rate Ranking

Team Average Cross Platform Engagement Rate
1 Saint Peter’s Men’s Basketball 35.49%
2 Texas Southern Men’s Basketball 10.73%
3 Virginia Tech Men’s Basketball 6.74%
4 Colgate Men’s Basketball 6.33%
5 Wright State Men’s Basketball 6.04%
6 Montana State Men’s Basketball 5.60%
7 Vermont Men’s Basketball 5.55%
8 New Mexico State Men’s Basketball 5.45%
9 San Francisco Men’s Basketball 5.37%
10 Texas A&M-CC Men’s Basketball 4.36%

Saint Peter’s men’s basketball team, who is only the third 15-seed in history to reach the Sweet 16, had the most engaged fans of the week as they tailed an impressive 35.49% average cross-platform engagement rate across the first two rounds of the tournament. March Madness fans always love a good Cinderella story.

Facebook Analytics

64 of the 68 men’s basketball teams were active on Facebook in the first two rounds of the 2022 March Madness Tournament.

  • Total engagements increased by 979,412 to 1,690,945 73% increase.
  • Total views decreased from 3,229,952 to 2,981,748 a -8% change.
  • Average engagement rate was 2.78% in 2021 and 2.74% in 2022.
  • Total posts increased by 52% from 782 total in 2021 to 1192 in 2022.

march madness ncaa ranking facebook engagements

Rank Team Total Facebook Engagements
1 UNC Men’s Basketball 186,387
2 Wisconsin Men’s Basketball 140,767
3 Duke Men’s Basketball 120,947
4 Kansas Men’s Basketball 120,306
5 Michigan State Men’s Basketball 118,377
6 Texas Tech Men’s Basketball 91,192
7 Arkansas Men’s Basketball 90,601
8 Indiana Men’s Basketball 75,977
9 Gonzaga Men’s Basketball 68,931
10 Villanova Men’s Basketball 60,687

 

Rank Team Facebook Average Engagement Rate
1 Virginia Tech Men’s Basketball 11.20%
2 New Mexico State Men’s Basketball 9.71%
3 Wright State Men’s Basketball 8.73%
4 Vermont Men’s Basketball 7.65%
5 Providence Men’s Basketball 6.67%
6 Montana State Men’s Basketball 6.61%
7 Rutgers Men’s Basketball 6.19%
8 Bryant Men’s Basketball 5.78%
9 Richmond Men’s Basketball 5.34%
10 South Dakota State Men’s Basketball 5.15%

Instagram Analytics

All 68 March Madness teams were active on Instagram during the tournament at some point.

  • Total Instagram engagements from the 68 teams included in March Madness during the first two rounds of the tournament totaled 6.06m, up from 3.91m in 2021, a 55% increase.
  • Total posts increased from 857 in 2021 to 1309 in 2022. Teams also posted 25% more videos in 2022 than 2021.
  • Engagement rate decreased slightly from 10.1% in 2021 to 9.35% for all teams on Instagram year over year.
  • Average engagements per post also decreased from 4,561 to 3,527 year over year. However, average engagements per video increased 15% YoY from 3,676 to 4,229 on average.
  • The average Instagram following of the teams in 2021 on Instagram was 61,292, this increased by 44% to 88,356 in 2022.

instagram total engagements march madness 2022

Team Total Instagram Engagements
1 UNC Men’s Basketball 675,498
2 Duke Men’s Basketball 650,410
3 Kansas Men’s Basketball 383,550
4 University of Michigan Men’s Basketball 370,559
5 Michigan State Men’s Basketball 305,579
6 Texas Tech Men’s Basketball 213,914
7 Purdue Men’s Basketball 213,529
8 Arkansas Men’s Basketball 212,739
9 Ohio State Men’s Basketball 212,372
10 Auburn Men’s Basketball 198,190

 

instagram engagement rate march madness 22 social analytics

Rank Team Average Instagram Engagement Rate
1 Saint Peter’s Men’s Basketball 79.67%
2 New Mexico State Men’s Basketball 20.10%
3 Colgate Men’s Basketball 18.28%
4 San Francisco Men’s Basketball 17.87%
5 Texas Southern Men’s Basketball 17.40%
6 Vermont Men’s Basketball 17.22%
7 Delaware Men’s Basketball 15.78%
8 Montana State Men’s Basketball 14.50%
9 Richmond Men’s Basketball 13.68%
10 Providence Men’s Basketball 13.42%
Minimum 3 posts

Twitter Analytics

All March Madness Teams had an active Twitter account during the first two rounds.

  • Total engagements from teams on Twitter during the first two rounds of March Madness increased from 1,625,302 in 2021 to 1,808,313 in 2022, a 11% increase.
  • Teams also posted more on Twitter than the previous year. Total posts increased to 58, from 52 in 2021.
  • Average Twitter engagement rate increased by 26% from 1.24% in 2021 to 1.56% in 2022.
  • The average Twitter following from teams in 2022 increased by 47% year over year from 112.3k to 156.7k.

There were some large swings in types of content posted to Twitter as well as average engagement rate for different content types from 2021 to 2022.

  • 27% more photos were posted in 2022 compared to 2021 on Twitter despite a decrease in average engagement rate of photos by 16%
  • There was no change in volume of text posts on Twitter, each team averaged seven text posts during the first two rounds, however text posts experienced a 336% increase in average engagement rate in 2022 vs 2021.
  • Links, Replies usage increased while average engagement rate decreased.
  • Fewer GIFs were used this year, which resulted in a 45% higher average engagement rate when used.

total twitter engagements march madness 2022 ranking

Rank Team Total Twitter Engagements
1 UNC Men’s Basketball 175,779
2 Saint Peter’s Men’s Basketball 171,797
3 Duke Men’s Basketball 127,508
4 Texas Tech Men’s Basketball 94,350
5 Kansas Men’s Basketball 82,787
6 Tennessee Men’s Basketball 80,951
7 Arkansas Men’s Basketball 76,759
8 Michigan State Men’s Basketball 66,986
9 University of Michigan Men’s Basketball 65,288
10 Purdue Men’s Basketball 48,163

 

Rank Team Average Twitter Engagement Rate
1 Saint Peter’s Men’s Basketball 26.65%
2 Texas Southern Men’s Basketball 4.06%
3 Texas A&M-CC Men’s Basketball 2.81%
4 San Francisco Men’s Basketball 2.69%
5 Chattanooga Men’s Basketball 2.06%
6 Wright State Men’s Basketball 1.73%
7 New Mexico State Men’s Basketball 1.66%
8 Colgate Men’s Basketball 1.55%
9 Providence Men’s Basketball 1.46%
10 Virginia Tech Men’s Basketball 1.26%

 

Top Content

Top content was mainly content that is non-game related. Interesting because it shows that even when teams aren’t allowed to post in-game content until after game ends, they are still finding ways to succeed on social with those moments that TV cameras don’t capture.

 

 

View this post on Instagram

 

A post shared by Carolina Basketball (@unc_basketball)

 

 

 

 

View this post on Instagram

 

A post shared by Duke Men’s Basketball (@dukembb)

 

St Peter’s out here showing that a boxout graphic can still succeed on Twitter when you’re this year’s Cinderella story.

All data reported on in this report was sourced from Conviva Social Insights Leaderboard product, specifically the March Madness Men’s Basketball Teams 2021 and 2022 lists.